Tool apps have greatly improved the convenience of life and work. Tool apps have the following two characteristics:
1. The use time is short, the user basically "goes away after use", and the single use time or the overall use time is short;
2. Strong substitutability, there are many similar products on the market,
If the function or experience is slightly worse, it is easy to be copied and replaced.
Improving user stickiness and activity is the key
Tool apps mainly rely on advertising revenue, and the number of users and duration of use are key. How to retain users, increase user retention time, and improve user stickiness have become the key to the success of tool products.
1. Sign in
Through long-term incentives such as earning points for signing in/doing tasks, and obtaining privileges corresponding to growth levels, users will form usage habits, increase switching costs, and generate stickiness.
2. Content and socialization
Socialization and contentization can be independent directions or combined. Combination is a common route for the transformation of tool products.
Socialization refers to converting human-computer interaction into human-to-human interaction by introducing social behaviors, enhancing users' desire to use, and at the same time depositing social relationship chains to promote the formation of stickiness.
Contentization refers to the introduction of content to attract users' attention and increase the user's residence time.
There are many examples of promoting activity through peer encouragement. For example, a running recording software has added peer encouragement to the running scenes. Users can see the runners around them through the software, form a virtual running group with them, and see everyone’s common running tasks in the group every day; if some team members have no tasks today, the software will intelligently guide users who have completed the tasks to encourage them This part of the team members. Compared with the cold App push reminder "You should run today", the introduction of the group mechanism will give users a stronger sense of scene interaction.
The core of the user operation system is to provide targeted services to users with different profiles. Generally speaking, you can form an operation policy map that suits your own business characteristics through the user life cycle and user stratification, and design different operation policies for each type of user. After the operation policy is formed, a complete operating strategy system framework can be formulated based on the four elements of the strategy (time to reach × interest × customer group × channel) and content materials under this policy.
The above content is compiled and released by the AdSet aggregated advertising platform for developers' reference. Developers are welcome to communicate with AdSet for win-win cooperation!